Ho Chi Minh City cracks down on counterfeit goods using blue ticks and AI applications.

Ho Chi Minh City is stepping up measures to detect and crack down on counterfeit goods on e-commerce platforms. Photo: Ngoc Le

KOLs and e-commerce platforms must take the lead.

Recently, numerous cases involving smuggled and counterfeit goods have been exposed, with the complicity of some influential accounts in the community. Ms. Vo Thi Ha Linh - Director of Ha Linh Official Trading and Service Joint Stock Company - pointed out that there are two common forms when KOLs and KOCs participate in promoting and selling goods.

In the first case, they are the ones importing or producing the products for distribution. "They are the sellers, so they certainly know the origin of the goods; it cannot be said that they were deceived," Ms. Linh emphasized.

In the second case, they act as an "extension" connecting the brand or e-commerce platform to the consumer, engaging in affiliate marketing rather than manufacturing or distributing the products. When participating in promotional activities, regulations stipulate that any sponsorships or commissions received must be clearly disclosed.

From a platform perspective, Mr. Nguyen Lam Thanh, representative of TikTok Vietnam, stated that in the context of rampant counterfeit goods, platforms, sellers, and even KOLs and KOCs must work together to combat violations. He noted that consumers need to clearly distinguish between e-commerce platforms with payment functionality and registered with the Ministry of Industry and Trade, and platforms that are not licensed for payment processing.

TikTok currently implements a trial purchasing mechanism to test the quality of goods. Each year, the platform removes hundreds of thousands of violating accounts. However, Mr. Thanh frankly admitted: "Platforms can only temporarily prevent sales, or at most, remove accounts, but they cannot handle the issue as thoroughly as law enforcement agencies."

Tracing sellers is difficult; support from consumers is needed.

Mr. Nguyen Quang Huy, Deputy Head of the Ho Chi Minh City Market Management Department, stated that the trade of counterfeit goods on digital platforms is becoming increasingly complex. Many sellers intentionally conceal their identities and do not leave clear transaction information, hindering tracing efforts. Furthermore, goods are often stored in apartments, hidden alleys, or transported through intermediaries, making verification very difficult.

Mr. Huy cited the case of a relative who had ordered goods through a website with a professional interface but which was not registered with the Ministry of Industry and Trade, and did not clearly state the business or warehouse address. Although advertised as genuine, the goods were actually counterfeit.

"Consumers need to be proactive in reporting counterfeit goods, instead of turning a blind eye because of the low price. This leniency inadvertently abets illegal activities," Mr. Huy asserted.

Mr. Huy also acknowledged that inspection and enforcement efforts are currently limited due to some officials not meeting professional requirements. To increase effectiveness, the Ho Chi Minh City Market Management Department proposed applying technologies such as AI to automatically detect the sale of prohibited and counterfeit goods on e-commerce platforms and social media; combining Big Data to analyze operational patterns, thereby developing effective and focused inspection plans.

According to Captain Vo Minh Nghia, an officer from the Cyber Security and High-Tech Crime Prevention Department (PA05) of the Ho Chi Minh City Police, livestreaming sales and digital marketing are evolving with many new tricks. He advises KOLs and KOCs to be especially cautious with the content they post, and to continuously improve their understanding of the products and brands they collaborate with to ensure they provide accurate and complete information to consumers.

"Although authorities are making efforts to investigate and handle violations, the methods of violation are changing very quickly. We hope that KOLs and KOCs will be more responsible to the community and share more cybersecurity knowledge with their followers. If they violate the law, they may face administrative or criminal penalties depending on the severity," Mr. Nghia emphasized.

In addition, many e-commerce platforms and affiliated businesses have taken the lead in signing commitments to participate in the "Green Tick for Responsible E-commerce" program, demonstrating support for efforts to combat counterfeit and substandard goods and working with Ho Chi Minh City to spread the program throughout the entire e-commerce ecosystem, aiming for a healthy and transparent business environment.

Source: https://ttbc-hcm.gov.vn/tphcm-siet-hang-gia-bang-tick-xanh-va-ung-dung-ai-1019018.html